1. Chapter 6
A new front is opening up in the coffee wars.
McDonald’s Restaurants of Canada Ltd. is launching on Wednesday its first standalone McCafé in a bustling concourse at Toronto’s Union Station, betting on luring younger consumers with a wider offering of healthier-sounding products, an all-day breakfast and no hamburgers and fries.

2. Chapter 6 Positioning & Branding
Look around the classroom.
Identify and list 10 different brand names of products that you can see.
Add to your list 10 different products that you can see, but can’t identify by brand name.
Why are some brand names identifiable and some aren’t?

3. Chapter 6: Positioning & Branding

4. 6.1 What is Positioning?
Position – a stance, perception, attitude, point of view
Ex: Sens fan
Positioning allows people to create an image & motivates them to maintain their position

5. 6.1 What is Positioning?
Marketers position products to create an image of the brand they want consumers to accept
Appeal to some and not to others
Many marketers define positioning as the attempt by a business to achieve top-of-the-mind awareness among target consumers
Give some examples…

6. 6.2 Types of Positioning
5 types of positioning that a business might use:
Benefit
Target
Price
Distribution
Service

7. 6.2 Types of Positioning Benefit Positioning
Customers want every product they buy to benefit them
Often, a company will position its product as offering more benefits than others
Problem: competitors add same benefits

8. 6.2 Types of Positioning Target Positioning
Marketing focuses on the consumer likely to buy
Positioning should make the consumer think the product belongs to them (and not others)
Problem: Target markets change

9. 6.2 Types of Positioning Price Positioning
High pricing can position product as a luxury, but must come with high quality, service, or social status
Low pricing also positions products
Medium pricing not used to position because too much competition

10. 6.2 Types of Positioning Distribution Positioning
Unique selling methods can create position
The first company to grab a new distribution channel may have an advantage (Ex: Amazon)

11. 6.2 Types of Positioning Service Positioning
Various services offered help to position a product.
Ex: a store open 24 hours a day
Ex: a no hassle return policy

12. Slogans